Cephalon had an approval announcement today that is worth sharing, not only from the clinical point of view, but from a communications point of view. It is an example of a smart announcement and one that demonstrates the growing importance of digital.

First the clinical news: Cephalon, Inc., (Nasdaq: CEPH) announced that the FDA has approved TREANDA(R) (bendamustine hydrochloride) for Injection for the treatment of patients with indolent B-cell non-Hodgkin’s lymphoma (NHL) that has progressed during or within six months of treatment with rituximab or a rituximab-containing regimen. The data supporting the FDA approval show that TREANDA is effective, has a tolerable side effect profile in patients with indolent NHL and that treatment results in a high durable response rate. In March of this year, TREANDA received approval for the treatment of patients with chronic lymphocytic leukemia, the most common form of leukemia in the United States. It is the second indication for the drug this year.

Then the multimedia news. The company announced the approval with a multimedia announcement on PR Newswire. There is downloadable video and pictures, as well as important links. The only thing lacking was an accompanying podcast. Nice job Cephalon.

Cephalon, by the way, issues releases by RSS Feed. Other companies that claim to be innovative, and you know who you are, still issue press releases by email, which is the equivalent today of sending it by fax in the 1990s. Moreover, if a company is wanting to convey a corporate image that enunciates the fact that the company is an innovator, but is still distributing by email, you are failing in that effort.

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Eye on FDA is published by Mark Senak of FleishmanHillard's Washington, D.C. office. The thoughts and ideas in this blog and postings are strictly my own and are not screened by my employer. Everything posted on this blog is my personal opinion and does not necessarily represent the views of FleishmanHillard or its clients.